Seeing your web store’s footfall increase feels great. However, it gets disappointing when you are able to convert only a handful out of those thousands of visitors into customers. After all, you’re spending thousands of dollars on search engine optimization and advertising. The truth is, your conversions or sales are not directly proportional to the traffic your store gets.
Turning visitors into shoppers requires you to implement off-site optimization strategies that successfully pull them back to the store to complete purchases or even make repeat purchases. It is about targeting the *right* traffic and re-targeting them at the right time to keep your brand recall alive.
But, with so many brands out there competing for the attention of the same target market, how do you do that? In this post, we’re exploring using web push notifications and search ads.
Re-targeting your existing customer base – Why
Why should marketers remarket to existing customers? The stats say it all:
- The probability of converting existing customers is around 60% to 70%. In the case of new customers, it is only about 5% to 20%.
- Your existing customers are likely to spend more than new customers would. This percentage difference is nearly 70%!
- And, of course, we all know that it’s way more costly to acquire new customers than to market to and retain existing ones.
It’s common for people to not purchase in their first few visits. In fact, research has proved that 95% of your visitors won’t buy from you right away. It might take at least three or four visits for them to make a purchase from you. But not everything is lost if you have a remarketing plan in place.
Converting your visitors into shoppers – Who to Retarget
Are you focusing on the right ‘type’ of visitors who you want to convert? You have defined your target audience correctly, so you might think that your focus is precisely where it should be. However, if you don’t segment your audience base correctly, you won’t be able to run campaigns that get you the conversions from those specific segments.
Your target audience can be segmented into the following different clusters for you to smartly organize and execute remarketing campaigns.
- Cart abandoners: These are people closest to checkout. Due to this, they must be a high priority segment in your remarketing strategy. Chances are, they were shopping online when they got caught up with grabbing a meal or running an errand, and later just forgot their product in the cart. Or, they probably didn’t want to go and fetch their debit card, so they thought they’ll buy later.
- First-time visitors who spend a good amount browsing: These people probably liked what you have to offer, and that’s why they spent a good amount of time browsing through your products. However, they are still getting to know you. It might take them a few visits before they actually feel convinced.
- Repeat customers: People who have remained loyal to your brand for a long time and often buy from you might go dormant for a while. You need to keep them engaged with personalized, customized offers to get them back on your website.
Remarketing tactics – Search ads and web push notifications
Once you’ve segmented your user base, the next thing you need to decide is the channel for remarketing. You have a wide range of channels to pick from, including email, Facebook messenger, and even Whatsapp. From this wide selection, we’ll be discussing two channels — search ads and web push notifications. Let’s take these up one by one.
Search ads for remarketing
It’s quite old yet still popular. Search ad remarketing utilizes user intent data to show him ads to remind or reengage. For example, you might have recently looked up for mobile accessories on a particular website, and then bounced off for XYZ reason. An hour later, you visit your favorite blog and are shown an ad displaying the products that you browsed under ‘mobile accessories’. Your Instagram might also show you the same products in a sponsored ad.
The idea behind search ads is to use your intent-based behavior to remind you about your recent interaction with the brand. Chances are, you will revisit the website to complete your search, or even buy. As a marketer, you need to optimize your ads in a manner that they will not just get conversions but also improve your returns. How do you do that? Here are a few tips:
- Instil urgency: If a user hasn’t come back for two days or more, you might need to take your remarketing game one notch higher. Play the urgency card! Spur your visitors to action by setting up an ad saying that their favorite dress is soon going out of stock. Your ad could specifically point out the number of pieces left in stock. This tactic is very likely to get you not just clicks but actual conversions from people who highly intended in buying a particular product.
- Cross-sell: Your work isn’t done once you’ve gotten a purchase. Remarketing is all about keeping customers coming back for more. You can increase the frequency of repeat purchase with strategies like cross-selling. So, if someone has bought running shoes from you, showing him an ad on anti-sweat socks makes perfect sense.
- Remind cart abandoners: This is a simple, gentle nudge for people who forgot their products in their cart. Use crisp copy to remind cart abandoners that their checkout is pending. To make this more impactful, you can use countdown timers saying that, post 24 hours, the products will vanish from their cart. Now, there are chances that the person might not complete the purchase in 24 hours and this might backfire. However, these would be users who are not really serious about making the purchase. If the person is really interested in purchasing, he or she will act in time.
Web push notifications for remarketing
A number of people nowadays are disabling search ads from showing up on their devices and social media channels. That’s why it’s important for marketers to use other means to reach out customers.
Web push notifications get enabled only when a user ‘accepts’ to receive them from you. Working on the time and frequency of your web push notifications can further optimize their ‘intrusiveness quotient’, and make the channel more effective.
Setting up web push notifications and running remarketing campaigns on this channel is quite easy. A number of Shopify stores make use of push notification tools like PushOwl to re-engage visitors as well as to recover lost sales. Here’s how you can use web push notifications to fulfill different remarketing goals:
- Flash sale campaign: Remember about the urgency card? It always works, whether you are running an ad or a web push notification campaign. The thing with web push alerts, however, is that your visitors need not be logged in anywhere to receive your message. The alert appears right on their device’s screen. PushOwl has a ‘Do a flash sale‘ feature to help you run this campaign effectively and set an expiry date on your campaign.
- Customized, curated offers: Engaging your repeat buyers comes with one advantage—you have tons of data about their likes and interests. You can use their purchase history to identify products and categories that they usually buy from. Based on these insights, send them notifications on special occasions, offering tempting discounts on products curated just for them.
- Back in stock reminders: Back in stock reminders work similarly to out-of-stock alerts! These reminders get your high-intent shoppers back on your website swiftly to buy an item that they really wanted to own. Web push notification tools such as PushOwl easily integrate with apps like Now-back-in-stock to enable running back in stock reminders.
There are a number of interesting campaigns that you can plan out and run using web push notifications. However, the key to making these campaigns effective lies in the copy, data used, and in your segmentation. Additionally, defining your KPIs is a must. If you are using a good tool, your strategy can be much more streamlined and effortless.
The conversion rate of remarketing ads keeps increasing with each incremental ad view. However, some people simply find ads intrusive and creepy. This is where web push notification proves useful. That said, a lot of your shoppers might not ‘agree’ to receive alerts from you in the first place.
That’s where you should first focus on understanding the different types of shoppers your store gets, the consumer psychology behind how they behave and why they make purchases, and then implement the right mix of different channels for remarketing to turn them into customers that keep coming back for.